anna wintor the editor and chief of "vogue magazine" has a big idea. >> reporter: as "vogue magazine" editor in chief she travels the globe, london, paris and ma lan, it was in ma lynn she noticed something. >> the italian economy was suffering in quality, luxury and tradition has really lost a bit of luster to the fact that you can get it quicker and cheaper in places like eastern europe and china. >> reporter: italy, the world's ninth largest economy is in the longest recession in 20 years, nearly half of young italians can't find work. >> that's why i'm here i would